It can’t be a fashion brand, but it is fashionable, so what is it? People like them at the comfort level. They’re what they wear when they are most themselves. That’s how we came up with “Never Hide.” These glasses don’t mask who you are, they’re a window to who you are. For the short while, ”Never Hide” is one of the best branding ideas I’ve had. Everyone gets the double entendre; it’s just right strategically for the audience and the client, and it is evoking a truth. And it’s a big idea that a lot of cool executions can live under. We went out to find the biggest truth out in a marketplace that is going label-driven and fashion. It is a nice, disruptive thought.”